Research on factors affecting brand awareness of natural heritage tourism destinations and tourists' intention to choose Trang An scenic landscape complex

Resumo

This study explores the factors influencing brand recognition and the intention to choose the destination of the Trang An Scenic Landscape Complex, a UNESCO World Heritage site in Vietnam. Using a structured survey method, data were collected from 385 domestic tourists visiting Trang An. The study employs a combination of exploratory factor analysis and multiple regression analysis to identify the key determinants. The findings indicate that brand recognition significantly impacts tourists' intention to choose Trang An as their destination. The main factors contributing to brand recognition include historical value, natural beauty, communications, and visitor experience. Visitor experience emerges as the most influential factor, highlighting the importance of ensuring quality experiences from transportation services, accommodation, dining, and tour guides at the destination. Effective communication efforts, particularly those leveraging social media and digital platforms, enhance brand recognition by reaching a broader audience and providing more engaging content. Natural beauty also plays a crucial role, indicating that scenic landscapes are a major attraction for tourists. Practical implications suggest that enhancing the destination's communication capabilities and the appeal of Trang An through targeted marketing campaigns, preserving its historical and natural attributes, and improving the quality of tourist experiences can promote heritage destination brand recognition and attract more tourists.